Winner of 2021’s ‘Marketing Innovation of the Year’, the Who Is Miss Jones campaign creates a stylish new world, reminiscent of an old Fellini film, replete with a Vespa and artisanal couches. Shot in vibrant pink and black with sleek accents and top models, the innovative campaign creates a lifestyle approach to cannabis, where the plant is merely implied in an overall fashionable existence. 

A cannabis advertising campaign without marijuana paraphernalia, a fashionista approach rooted in music and style that elevates the Miss Jones brand and takes a 2022 approach to Canadian cannabis retail. 

By creating an advertising campaign in a market that restricts advertising, Kareem Ibrahim, President of FORGE & FIRES changed the way Canadians approach cannabis. It’s a new solution to an industry-wide problem and why, by elevating the industry, Who is Miss Jones was the KIND-MAGAZINE 2021’s Marketing Innovation of the Year.